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dc.contributor.authorZhang, Juanjuan
dc.date.accessioned2011-12-16T19:47:45Z
dc.date.available2011-12-16T19:47:45Z
dc.date.issued2009-07
dc.date.submitted2006-07
dc.identifier.issn0732-2399
dc.identifier.issn1526-548X
dc.identifier.urihttp://hdl.handle.net/1721.1/67709
dc.description.abstractMere observation of others' choices can be informative about product quality. This paper develops an individual-level dynamic model of observational learning and applies it to a novel data set from the U.S. kidney market, where transplant candidates on a waiting list sequentially decide whether to accept a kidney offer. We find strong evidence of observational learning: patients draw negative quality inferences from earlier refusals in the queue, thus becoming more inclined towards refusal themselves. This self-reinforcing chain of inferences leads to poor kidney utilization despite the continual shortage in kidney supply. Counterfactual policy simulations show that patients would have made more efficient use of kidneys had the concerns behind earlier refusals been shared. This study yields a set of marketing implications. In particular, we show that observational learning and information sharing shape consumer choices in markedly different ways. Optimal marketing strategies should take into account how consumers learn from others.en_US
dc.language.isoen_US
dc.publisherInstitute for Operations Research and the Management Sciencesen_US
dc.relation.isversionofhttp://dx.doi.org/10.1287/mksc.1090.0500en_US
dc.rightsCreative Commons Attribution-Noncommercial-Share Alike 3.0en_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/3.0/en_US
dc.sourceZhang via Alex Caracuzzoen_US
dc.titleThe Sound of Silence: Observational Learning in the Us Kidney Market.en_US
dc.typeArticleen_US
dc.identifier.citationZhang, J. “The Sound of Silence: Observational Learning in the U.S. Kidney Market.” Marketing Science 29 (2009): 315-335. Web. 16 Dec. 2011.en_US
dc.contributor.departmentSloan School of Managementen_US
dc.contributor.approverZhang, Juanjuan
dc.contributor.mitauthorZhang, Juanjuan
dc.relation.journalMarketing Scienceen_US
dc.eprint.versionAuthor's final manuscripten_US
dc.type.urihttp://purl.org/eprint/type/JournalArticleen_US
eprint.statushttp://purl.org/eprint/status/PeerRevieweden_US
dspace.orderedauthorsZhang, J.en
dc.identifier.orcidhttps://orcid.org/0000-0002-1635-3797
mit.licenseOPEN_ACCESS_POLICYen_US


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